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6 Nations viewers found the right pub at the right time with a little help from Guinness

For this year’s RBS 6 Nations, Guinness ran a locally targeted, dynamic Out-of-Home campaign that celebrated the brand’s status as the official beer of the tournament.
Devised by Carat and Posterscope and deployed on JCDecaux’s LDN network, the campaign sought to capture the attention of Guinness fans and direct to them to pubs nearby where they could watch England battle to claim the Grand Slam whilst enjoying a pint of the much loved pub favourite.
The campaign’s dynamic creative element was automatically ad-served as a match approached to provide kick off times and distance to nearby pubs screening the live match (run through Liveposter).  A network of sensors fitted in participating pubs captured footfall data and, based on capacity levels, triggered real-time, tailored creative executions to cleverly drive fans to the best venues to watch the game.
Elliot Duncan, Guinness Marketing Manager Europe, said: “Guinness is a beer Made of More so we wanted an OOH campaign for the RBS 6 Nations that would embody this and provide more relevant content for our fans and pub partners. This campaign gave audiences upcoming match information and also let’s passers-by know where there was an available seat nearby to catch the game accompanied by a pint of the official beer of the tournament.”
Alexandra Porritt, Client Manager at Posterscope said: “This campaign used location-marketing expertise to programmatically ad-serve relevant creative to audiences: using footfall data, location and geo-targeting, and dynamic creative to provide useful information to fans, in an engaging way, at the right time and in the right place.”
Via: JCDecaux 
 

Cleaning App Literally Lets People Remove Unsightly Street Art

Cleaning company CIF—with the help of agency McCann—created an app that literally lets people remove unsightly and vulgar street art.
Released in Romania, users simply take a photo of the unwanted street art with the app, and through geo-tagging, the company will send a cleaning team down to remove it.
Through the app, the cleaning company removed 385 unwanted street art and reached over 14 million people through the publicity it received.
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Via: Design Taxi

Westfield Launches Integrated Mobile and OOH Campaign Using xAd

Westfield has launched an innovative integrated mobile and Out-Of-Home campaign, with the aim of positioning the shopping centres as the place to be for entertainment.
The campaign, planned by Arena, showcases the breadth of offer available for the full day out experience at both Westfield Shepherd’s Bush and Stratford.
Out-of-Home media planned by Posterscope incorporates 6-sheets and mobile display media. The campaign benefits from xAd’s mobile display technology to connect OOH media with hyper-local mobile targeting.
OOH locations were identified through analysis of Westfield’s performance data for each mall, providing Posterscope the opportunity to maximise coverage of these key locations with the combination of both media types. Mobile not only amplifies 6 sheet posters, but plugs gaps in the OOH media plan where OOH infrastructure does not exist or is not available.
Posterscope was responsible for the recommendation of integrated planning using mobile and OOH media as well as the analysis of Westfield store performance data.
Planned and bought by Arena and Posterscope, with creative by Portas, the integrated campaign will run for two weeks from today (2nd June).
Ryan Hedditch, Integration Client Director, Posterscope, said: “This campaign is particularly innovative as it connects both OOH media and hyper-local mobile display targeting with xAd. The analysis of Westfield’s performance data played a key part in establishing a role for mobile display media on this plan – providing the opportunity to plug the gaps in our OOH recommendation as well as amplifying OOH media locations.”

Google patents ad tech linking restaurant to taxi ride

Technology giant Google has patented a way of linking online ads to free or discounted taxi rides to the advertising restaurant, shop or entertainment venue.

The transport-linked ad service could encourage consumers to respond more often to location-based special offers, experts say.
Algorithms would work out the customer’s location, the best route and form of transport, Google says.
Gregory Roekens, chief technology officer at advertising company AMV BBDO, told the BBC: “This is trying to turn advertising into a utility and remove barriers for consumers. It’s a really interesting idea.”
Location-based
Advertisers will mine huge databases recording people’s habits, likes and preferences so that ads can be highly targeted.
Combining this information with location data gleaned from wi-fi, cellular and GPS tracking will enable businesses to tailor their ads and special offers according to where people are, the time of day and their schedules.
The addition of free or cheap travel to the location will be the icing on the cake, Google hopes.
In August, Google’s venture capital arm invested $258m (£156m) in Uber, the San Francisco-based car hire network.
Mr Roekens believes Google is envisaging customers making use of such services when responding to mobile ads in future.
And given the company’s major investment in autonomous vehicle technology, the prospect of customers being ferried automatically to nearby business venues after responding to location-based ads on their smartphones does not seem too fanciful.
But this was still “several years away”, said Mr Roekens.

In future, customers could be driven to restaurants, bars, shops and venues by driverless cars.

“Travel takes a huge amount of people’s time,” he said. “So if people can use this time more productively and interactively while in the vehicle, there’s another opportunity for advertisers.”
Via: BBC